Smaller is better. At least when it comes to podcasts for ad performance.
> Smaller podcasts consistently are more efficient at driving visitors per impression > > smaller podcasts are more effective per dollar spent > > smaller shows may have more committed, niche audiences that are more connected to the host
Which makes sense, since podcasts are basically audio-first influencer channels. It’s about audience engagement, not size.
More nuggets:
- 16% of site visits occur within 24 hours of hearing an ad
- 40% within a week
- 80% within 23 days
